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The quest for growth in the German organic food retail market: historical trends, current strategies, and future outlook - the Alnatura case
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Resumo(s)
This paper aims to provide strategies for the organic supermarket chain “Alnatura” to
shape the demand and its market share of the organic food & beverage (F&B) market in
Germany within the next five years. Through the historic evolution and the current
market assessment of Germany, compared to a benchmark country (US), as well as
prospective trends in Germany, reasons and opportunities for market growth are
evaluated. In addition, an industry attractiveness, competitor and company analysis is
executed. Based on those findings and a conducted survey, suggestions to adjust
Alnatura´s current business strategies are deduced and finally examined on its risk and
feasibility.
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Palavras-chave
Organic food and beverages Market demand Germany Alnatura